Rules of persuasion

First established by Alan Monroe of Purdue University in the 1930’s, this was a simple adaptation of Dewey’s Reflective Thinking method. From a psychologists perspective it showed how people are moved to act upon an idea or suggestion.

 

First it’s important to lay out the basic idea of the motivated sequence and then add some practical application you can try it right away for your business.

 

There are five basic steps to follow:

Attention. Get the attention of your potential client using a detailed story, shocking example, dramatic statistics and even stunning pictures.

 

Need. Show how the topic applies to the psychological need of the homeowner/business. The idea here is that client’s needs are what motivates action. Go beyond establishing that there is a significant problem. There are many problems that are not particularly relevant to your client. Show that the need will not be satisfied unless something is done about it. Convince your client that they each have a personal need to take action.

 

Satisfaction. This is the solution. Provide specific and viable idea that potential client can implement to solve the problem.

 

Visualization. Tell the homeowner what will happen if the solution is implemented or more importantly if it’s not adapted. Tell them what their property will look like when you are done. Help them see the results before they happen.  In a phrase, try to, with words and pictures if possible, present what the world (in this case the lawn and property) will look like when your solution is adopted. It is important to also remind them of what it will look like if nothing is done in the near future.

 

Action. Tell the potential client what action they can take personally to solve the problem. This is where you must ask them for their business. If the steps are presented correctly the homeowner will gratefully accept your services and price will be a secondary consideration.

 

To make it a bit more specific I offer the following samples:

1. Attention: Mrs. Jones yard is destroyed by grubs. You walk her to a spot in the yard a pull up a hunk of grass like a toupee. She gasps in horror. You just got her attention.

 

2. Need: Let me explain the problem. Offer Mrs. Jones some detail about how this happened. Tell her about those root loving little worms and how all this is happened way before it turned brown. Tell her this will not fix itself. Also there may be a discussion of not only cosmetic considerations but of continued lawn deterioration – erosion and other related possible issues. Really create a sense of need here.

 

3. Satisfaction: But, I have a solution.  Mrs. Jones, I have dealt with this before and I know how to prevent this from happening in the future. I have the right equipment and treatment program to protect your lawn. I also recommend restoration of the areas already damaged – they won’t grow back on their own! Offer her picture samples of other lawns – the classic before and after shots of a previous grub infested lawn – maybe even one right down the street.

 

4. Visualization: If you implement my solution, this is what will happen. Or, if we don't implement my solution, this is what will happen. Tell Mrs. Jones about the beautiful green thick lawn she will have. Tell her with a health lawn it’s easier to maintain. Also tell her if she does nothing her lawn will not improve and will actually get worse.

 

5. Action: Tell Mrs. Jones that you can schedule her early next week – create a sense of urgency – ASK for her business. Offer Mrs. Jones your services at a fair price. You may reference other clients (some are her neighbors) that have worked with you and offer to get started right away.

 

This persuasive approach allows the customer to feel he/she has control of the situation – not powerless. This gets the potential client involved with the solution and creates a solid foundation for future work. The motivated sequence can be applied in other aspects of your business as well. 

 

Certainly it is a persuasive approach for content on web pages, door hangers, and any other advertising materials you may put together. I would add that getting potential clients to know you exist is the essential problem of a start-up. 

 

One of the greatest hurdles at first is getting the word out you exist. Even if you have been in business for a couple of years, maybe potential clients have no idea of all the services you provide. Get emails and send them a monthly newsletter – keep them informed. It’s important to choose those strategies that use very little money but are effective in getting your message out there in a way that psychologist Alan Monroe would say is very persuasive.